Why Does New Media Matter? Because United Breaks Guitars.

Consumers are creating their own content and marketers are monitoring their activity to react. New media has made the single voice a force to be reckoned with. Have you seen the YouTube video “United Breaks Guitars?” It is one man’s effort to get United Airlines to pay for the guitar their baggage handlers broke. It is up to 8.1 million views. On the best nights last fall the  Jay Leno Show pulled in 6.2 million viewers. And United Airline’s own magazine Hemispheres only has an annual circulation of 4.5 million.

Why does new media matter? Because Blending an iPhone on YouTube lead to a five-fold increase in sales for Blendtec. Because CEOs are communicating directly with employees and customers. Sun Microsystems CEO Blog gets 400,000 hits a month. Because the cable company is actually changing its image. Comcastcares is improving customer service by monitoring negative comments on Twitter and responding directly. Because in three days the American Red Cross raised $7 million for its Haiti relief efforts via text messaging.

What we’re really talking about is anything that promotes interaction (consumer to consumer, company to consumer, consumer to company) through digital technology. Is it all still new? Dot coms had their boom and bust over ten years ago. The FTC suggests a six-month limit on the use of the word new in advertising. So is it time for a new name for new media? I humbly suggest “Interactive Digital Media.”

New media is digital. And it matters because it is interactive.

It’s Activigital.

Technology Makes Us Dumber, Less Productive And Stressed Out.

A recent Psychology Today article says GPS may get people to their destinations faster, but in the process they’ve loosing the ability to think through navigation problems themselves–a skill that trains our brain to solve other problems too.

Other research on “Infomania” says workers distracted by email and phone calls suffer a fall in IQ more than twice that found in marijuana smokers. The study even warns of people becoming addicted to email and text messages finding that 62% of people checked work messages at home or on vacation. More than 50% said they always responded to an email “immediately” or as soon as possible, but people constantly interrupting tasks to react to email or text messages suffer similar effects on the mind as losing a night’s sleep.

Similarly a recent Wall Street Journal column cited growing evidence that multitasking erodes, rather than enhances, productivity. As people divide their attention between two even seemingly simple tasks–like reading email while talking on the phone–comprehension, concentration and short-term memory suffer. Research also indicates that switching from one job to another eats up more time than waiting to finish one job before beginning the next.

Stress-management expert Jon Kabat-Zinn offers seminars and workshops on time-management. His secret? Mindfulness–doing one thing at a time–can add more hours to your day. You get more done, enjoy things more, and feel less stress.

Technology can connect people. It can also disconnect them. Technology can improve efficiency. It can also drain it. How long can you let an email or text or Tweet go without answering it?